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(244)
- People (2)
- News (51)
- Research (145)
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- June 2019 (Revised August 2024)
- Module Note
Purpose Brands
By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
Introduces a framework for innovation and brand building that is connected to an understanding of customers' Jobs to Be Done. View Details
Keywords: Brand ＆ Product Management; Brand Architecture; Brand Building; Innovation; Product Development Strategy; Product Differentiation; Brands and Branding; Product Development
McDonald, Rory, Clayton M. Christensen, and Shaye Roseman. "Purpose Brands." Harvard Business School Module Note 619-075, June 2019. (Revised August 2024.)
- 22 Dec 2020
- Cold Call Podcast
Dove: Maintaining a Brand with Purpose
- 22 Dec 2020
- News
Dove: Maintaining a Brand with Purpose
- September 2019 (Revised June 2021)
- Case
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised June 2021.)
- 2015
- Article
The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
Purpose—The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Design/methodology/approach—An in-depth case study analysed within a heritage brand model and a corporate... View Details
Keywords: Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.
- June 2021
- Teaching Note
Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer
Teaching Note for HBS Case No. 720-361. View Details
- 25 Aug 2022
- News
On Purpose
our purpose?” Cohen had spent 23 years at the happiest place on earth, most recently as a senior VP of brand, franchise, and customer relationship management, a role that gave her a bird’s eye view across the company’s vast commercial acreage of theme parks, streaming... View Details
- 16 Jun 2003
- Research & Ideas
Peeling Back the Global Brand
served no purpose at all beyond cosmetic appeal. Yet, silly as it seemed, the effect was real in terms of consumer preferences, he said. We talked about brand more and more as a hierarchy of persuasive... View Details
- Blog
Take Control of Your Personal Brand
What is your gut reaction when you hear the term "personal branding"? Some years ago, my MBA students started asking if I could help them with personal branding. My initial response was to decline. I have always been passionate about building View Details
- 29 Nov 2005
- News
It's the Purpose Brand, Stupid
A New Approach to Building Your Personal Brand
For better or worse, in today's world everyone is a brand. Whether you're applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So, you need to get comfortable marketing yourself. In... View Details
- 19 Jan 2017
- News
Finding Purpose in Profit
summit of every challenge they took on, a small market share was not in their plans, and they continued to push hard. In 2006, outdoor giant Timberland came knocking on their door, offering to buy and support the brand while letting... View Details
- 23 Jan 2020
- News
It has never been easier to launch a new brand
- December 2005 (Revised January 2007)
- Case
Ben & Jerry's: Preserving Mission & Brand within Unilever
By: James E. Austin and James Quinn
In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details
Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States
Austin, James E., and James Quinn. "Ben & Jerry's: Preserving Mission & Brand within Unilever." Harvard Business School Case 306-037, December 2005. (Revised January 2007.)
- Article
The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize
By: Mats Urde and Stephen A. Greyser
The purpose of this article is to explore corporate brand identity and reputation, with the aim of integrating them into a single managerial framework. The Nobel Prize serves as an in-depth field-based case study and is analysed using the Corporate Brand Identity and... View Details
Urde, Mats, and Stephen A. Greyser. "The Corporate Brand Identity and Reputation Matrix—The Case of the Nobel Prize." Journal of Brand Management 23, no. 1 (January 2016): 89–117.
- January 2018
- Case
Under Armour
By: Rory McDonald, Clayton M. Christensen, Daniel West and Jonathan E. Palmer
After 20 years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: making the leap from $5 to $10 billion in sales—a feat only accomplished to date by competitors Nike and Adidas. At the heart of this challenge... View Details
Keywords: Under Armour; Nike; Adidas; ＂Jobs To Be Done; Purpose Brands; Entrepreneurship; Customer Focus and Relationships; Innovation Strategy; Business Growth and Maturation; Growth Management; Innovation Leadership; Sports Industry; Apparel and Accessories Industry; Fashion Industry; Health Industry; Technology Industry; Retail Industry; United States; Maryland; Baltimore
McDonald, Rory, Clayton M. Christensen, Daniel West, and Jonathan E. Palmer. "Under Armour." Harvard Business School Case 618-020, January 2018.
- 2014
- Working Paper
The Nobel Prize: A 'Heritage-based' Brand-oriented Network
By: Mats Urde and Stephen A. Greyser
Purpose — Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation.
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Methodology — The Nobel Prize serves as an in-depth case study and is analysed within... View Details
Keywords: Nobel Prize; Heritage Brand; Brand Network; Networked Brand; Brand Within A Network; Brand Orientation; Brand Stewardship; Corporate Brand Identity; Reputation; Networks; Organizations; Philanthropy and Charitable Giving; Brands and Branding
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: A 'Heritage-based' Brand-oriented Network." Harvard Business School Working Paper, No. 15-010, August 2014.
- 28 Jun 2022
- Book
The Moral Enterprise: How Two Companies Profit with Purpose
regulating carbon emissions and treating all workers equally, making this an ideal time for companies to embrace purpose along with profit, Henderson says. Henderson says companies and societies have long had qualms about the pursuit of... View Details
Keywords: by Avery Forman
- 11 Dec 2023
- Blog Post
Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy
Emily Weiss provided Leahy the opportunity to explore how she could combine her excitement for iconic consumer brands with a passion for purpose driven work. As conversations continued between the two... View Details
- 16 Apr 2001
- Research & Ideas
Brand Power from Wedgwood to Dell: Part One
your salespeople is related to your brand. As is whether you establish a bargain basement and what strategic purpose it serves. Creating and maintaining a brand encompasses the whole playing field. View Details
Keywords: by Martha Lagace